Who does AI recommend for Accounting & tax in the US?
76 AI answers to 19 customer questions in ChatGPT, Gemini, Google AI Mode and AI Overviews.
First measurement · 9 Nov 2026 · weekly from 16 Nov
QuickBooks and Wave are tied at the top.
The ranking
- 1QuickBooks75%
- 2Wavetied50%
- 3Xerotied48%
- 3Zoho Bookstied48%
- 5FreshBookstied38%
- 6TurboTaxtied33%
- 7H&R Blocktied29%
- 8FreeTaxUSAtied24%
- 9TaxActtied13%
- 10Gustotied11%
- 11Sagetied8%
- 12Keepertied6%
- 13Benchtied5%
- 14NetSuitetied4%
- 15Foundtied3%
Dot = measured share, bar = 95% range. Effective sample: n = 28.
Every AI has its own favourite
Same questions, four AIs: how often each one names the brands. Highlighted: each AI's favourite.
| Brand | ChatGPT | Gemini | AI Mode | AI Overviews |
|---|---|---|---|---|
| QuickBooks | 63% | 74% | 79% | 84% |
| Wave | 53% | 53% | 58% | 37% |
| Xero | 47% | 42% | 47% | 47% |
| Zoho Books | 42% | 42% | 42% | 58% |
| FreshBooks | 37% | 37% | 42% | 37% |
| TurboTax | 26% | 37% | 42% | 21% |
| H&R Block | 26% | 32% | 37% | 21% |
| FreeTaxUSA | 21% | 26% | 16% | 26% |
| TaxAct | 11% | 5% | 26% | 11% |
| Gusto | 5% | 16% | 11% | 16% |
| Sage | 5% | 11% | 5% | 16% |
| Keeper | – | 11% | 5% | 5% |
| Bench | 5% | 5% | 5% | 5% |
| NetSuite | 5% | 5% | – | 5% |
| Found | 5% | 5% | – | – |
Each AI gives about a quarter of the answers: differences below roughly 20 points may be chance.
All 19 questions and who AI names
Search a question or pick a brand: where is it named, where is it missing?
19 of 19 questions
Which tax software is best for landlords?
- H&R Block4/4
- TurboTax4/4
- FreeTaxUSA1/4
- QuickBooks1/4
- TaxAct1/4
Which tax software is best for side hustles?
- FreeTaxUSA4/4
- H&R Block4/4
- TurboTax4/4
- QuickBooks2/4
- TaxAct2/4
- Keeper1/4
Which bookkeeping service is best for small businesses?
- Bench4/4
- QuickBooks4/4
- Xero4/4
- Wave2/4
- Zoho Books2/4
- FreshBooks1/4
What is the best accounting software for small businesses?
- FreshBooks4/4
- QuickBooks4/4
- Wave4/4
- Xero4/4
- Zoho Books3/4
Which accounting software is easiest to use?
- FreshBooks4/4
- QuickBooks4/4
- Wave4/4
- Zoho Books4/4
- Xero3/4
What is the best free accounting software?
- Wave4/4
- Zoho Books4/4
- QuickBooks2/4
Which accounting software do accountants recommend?
- QuickBooks4/4
- Sage4/4
- Xero4/4
- Zoho Books4/4
- FreshBooks3/4
- NetSuite2/4
- Gusto1/4
Which accounting software is best for an LLC?
- QuickBooks4/4
- Wave3/4
- Xero3/4
- FreshBooks2/4
- Zoho Books2/4
- Gusto1/4
- Sage1/4
Number = answers naming the brand out of all answers to this question. There are few per question: a direction, not a ranking.
The pages AI cites most
- intuit.comin 25 of 76 answers
- pcmag.comin 18 of 76 answers
- youtube.comin 16 of 76 answers
- waveapps.comin 15 of 76 answers
- cnbc.comin 13 of 76 answers
- nerdwallet.comin 13 of 76 answers
- xero.comin 13 of 76 answers
- hrblock.comin 11 of 76 answers
Share of answers with sources that cite the page.
A real answer
Which accounting software do accountants recommend?
Named, in this order:
1. QuickBooks 2. Xero 3. Sage 4. FreshBooks 5. Zoho Books 6. NetSuite
Which software is best for filing taxes with a 1099?
Named, in this order:
1. FreeTaxUSA 2. Found 3. TurboTax 4. QuickBooks 5. H&R Block 6. FreshBooks 7. Wave
Which accounting software is best for a startup?
Named, in this order:
1. QuickBooks 2. Xero 3. Gusto 4. FreshBooks 5. Wave 6. Zoho Books
Which accounting software do accountants recommend?
Named, in this order:
1. QuickBooks 2. Xero 3. Zoho Books 4. Sage 5. FreshBooks 6. NetSuite
How strong is the leader in other industries?
Share of answers naming each industry's leader.
- CRM softwareHubSpot93%
- Mobile plansT-Mobile88%
- Online brokersFidelity86%
- Accounting & taxQuickBooks75%
- Home internetAT&T Fiber69%
- Car insuranceState Farm65%
- E-bikesAventon55%
- NeobanksSoFi53%
- Travel bookingExpedia47%
- Fashion onlineASOS44%
Is your brand in it, or missing?
Measure what AI says about you: 50 questions of your own, four engines, free for good.
Data wrong or a brand missing? Write to us: hello@kennt.aiHow we measure
Per industry, 50 questions the way customers ask them, without brand names. Each question goes to ChatGPT, Gemini, Google AI Mode and AI Overviews every three days, logged out, from the country measured, in its language.
Visibility = share of answers that name a brand. Answers to the same question are related; the 95% range accounts for that.
"Tied" means two brands' ranges overlap, so the difference may be chance. We only show a change from last week when the ranges don't overlap.
Full methodology